BRAND NEWS: American Express launches ‘Shop small’ campaign

The marketing campaign, created by creative agency Ogilvy, is in support of Small Business Saturday – a grassroots initiative taking place on 7 December to encourage consumers to shop at local, small and independent businesses across the UK.

Plus, American Express is incentivising its card holders to ‘Shop small’ via a promotion that will give customers £5 back when they spend £10 or more on their American Express cards with participating small businesses on 7th December.

The above-the-line campaign, which follows the brand’s distinctive use of animation and illustrations, celebrates small businesses as heroes of the high street and encourages consumers to support them.

The campaign launches on 11 November and comprises a 30 second TV spot, advertising across underground, rail stations and high street locations plus digital, search and a regional radio activity. This will be supported by comprehensive social media activity across American Express’ Facebook, Twitter and YouTube channels. Meanwhile, the global brand will be running a below-the-line campaign targeting both card members and small merchants, as well as consumer and trade PR outreach.

Melissa Weber, director of UK brand communications at American Express said: “We’re excited that Small Business Saturday has made it to British shores and are delighted to be part of an initiative that celebrates the contribution small businesses make to our economy and local communities.”